Brands Navigate the Political Landscape in America’s Upcoming Election
As November 5 approaches, brands across the United States are treading carefully in what feels like a heated political atmosphere. With emotions running high and a significant portion of the population feeling overwhelmed by political content, companies are finding creative ways to engage consumers without getting caught up in the political fray.
The Emotional Connection
According to a recent survey, a surprising 22% of U.S. consumers have stopped using or purchasing a product due to a brand’s political opinions. Furthermore, 18% of respondents reported unfollowing brands or influencers because of political content. It’s not surprising, then, that 82% of marketers are concerned about how to navigate these turbulent waters as they promote their products during this election season.
Some brands have tapped into these heightened emotions to provide comforting messages and an outlet for consumer anxiety. For instance, organic yogurt maker Stonyfield recently kicked off the “Toxic Free Election Challenge”. This initiative encourages folks to take a break from social media in the lead-up to the election, with a chance to win $1,000 by logging off. Stonyfield’s director of public relations noted how this campaign aligns with their long-standing mission to help consumers avoid toxins — and this time the “toxins” include digital negativity that often spills over during election cycles. The response has been heartfelt, with 2.1 million people joining the challenge in just two weeks!
Political Stances and Brand Identity
But as brands navigate these tricky waters, it’s clear that taking a political stance isn’t without consequences. A striking one-third of Americans prefer to avoid political content online, chiefly because it makes them feel overwhelmed, creates conflict, or harms their emotional well-being. Many consumers are limiting their social media use, with 49% citing political discussions as the primary reason for pulling back.
The stakes are high; brands like Bud Light and Target faced backlash for their perceived alignment on sensitive social issues last year. Analysts suggest that the key to maintaining customer loyalty is for brands to tread lightly in the political realm. No wonder marketing experts are emphasizing the importance of being aware of how political messaging is received. The anxiety surrounding political content can easily lead to diminished brand awareness and purchase intention.
Adaptive Strategies
In light of this, brands are now rethinking their marketing strategies to avoid getting mired in controversy. They are urged to reassess brand safety guidelines and enhance social listening tools to stay alert to any potential misuses of their brand. Shifting gears doesn’t necessarily mean stepping away from the campaign trail; instead, it’s about identifying opportunities to create emotional connections that resonate with key demographics.
For instance, Red Lobster has taken a lighthearted route with its “Cheddar Bay 2024” campaign, designed to bring people together regardless of political affiliation. The seafood chain is even offering free Red Lobster for the next four years as a prize, playfully parodying political advertisements in their marketing efforts. The campaign seeks to unite people over a love for food and fun, rather than dividing them through contentious political debates.
Finding Calm Amidst the Storm
In a similar vein, the hotel chain Aloft is leaning into the soothing presence of dogs to help consumers de-stress from the electoral noise. Their latest promotion features a dog-led meditation video on YouTube, aimed at promoting relaxation amidst the political chaos. They also plan to host “Not Watch Pawties” on election day where guests can cuddle with shelter dogs — a perfect way to bring some joy and calm into the whirlwind of the current political climate.
Proceeding with Caution
Even with all these creative tactics, analysts remind brands that the digital landscape remains a minefield of complexities and potential pitfalls, including the emerging risks of generative AI. The reality is that brands can still find themselves in hot water despite their best intentions if they don’t take proactive measures this election cycle.
Heading into November, it’s clear that while brands are eager to engage consumers emotionally, they must also be wary of the reactions that political discourse can evoke. Understanding their customer base and encouraging connections over shared values, rather than contentious political stances, may very well be the key to success in these challenging times.
